Meta Ads Performance Marketing
Retargeting-led Meta Ads for Novo Shoes, a footwear and fashion brand. In April 2026 the account turned US$15,939.54 of ad spend into $110,518.11 of purchase value: 1,234 purchases at a 6.93× ROAS.
- Average purchase ROAS
- 6.93×
- Purchase conversion value
- $110,518.11
- Purchases
- 1,234
- Ad spend
- $15,939.54
Meta Ads Manager reporting for 1–30 April 2026, in US dollars. Purchase value is Meta-attributed.
In short
Instead of spending on cold awareness and traffic, we put almost all of the Meta budget behind high-intent retargeting. Organic social, offline paid partnerships and creator collaborations brought people to the brand; paid media converted the people who had already engaged.
The approach
Demand first, ads second
Qualified traffic came from organic social content, offline paid partnerships and creator collaborations. Once someone interacted with the brand, they entered our retargeting ecosystem on Meta and Google.
Partnership ads with micro-creators
Inside retargeting we ran Partnership Ads with micro and small creators, typically 5,000–10,000 followers, to add authenticity and trust at the moment of purchase.
A full-journey campaign structure
Always-on and Advantage+ campaigns for acquisition; catalogue, static and video campaigns for product discovery; dynamic retargeting to bring high-intent shoppers back.
Budget follows performance
Campaign data decided where money went: budget moved toward the campaigns and creatives carrying return.
Creative testing
A new batch every two weeks
New creatives went live roughly every two weeks, and underperformers were removed continuously.
Measured, not guessed
Every creative was tracked with UTM parameters alongside Meta reporting and judged on CTR, frequency, engagement and conversion efficiency.
Retired before fatigue
When a creative showed fatigue or declining performance, it was paused and replaced with fresh variations.
What won
Outfit-of-the-day (OOTD) content, vacation lifestyle reels, airport fashion content and creator-led lifestyle videos consistently beat product-focused ads.
Audiences
- Premium leather and luxury fashion enthusiasts
- People interested in refined, premium apparel
- Travel and lifestyle audiences
- Followers of leading fashion publications and luxury fashion brands
- Fashion-conscious audiences engaging with current trends
Results by campaign
| Campaign | Spend | Purchases | Purchase value | Cost per purchase | ROAS |
|---|---|---|---|---|---|
| Dynamic retargeting (catalogue) | $1,503.76 | 224 | $20,986.26 | $6.71 | 13.96× |
| Always-on catalogue (Advantage+) | $2,049.90 | 234 | $17,921.80 | $8.76 | 8.74× |
| Offer: static, video and catalogue | $2,184.66 | 201 | $17,869.07 | $10.87 | 8.18× |
| Always-on Advantage+ (creatives) | $5,517.79 | 420 | $39,445.07 | $13.14 | 7.15× |
| Sales: flexible ads | $2,031.23 | 146 | $13,410.00 | $13.91 | 6.60× |
| Traffic: reels and video (optimised for landing-page views) | $2,392.55 | 9 | $883.90 | — | 0.37× |
| All campaigns (account total) | $15,939.54 | 1,234 | $110,518.11 | — | 6.93× |
We get paid only when you get paid.
Want numbers like these? Our fee is tied to the revenue your campaigns generate. Book a free 30-minute strategy call.